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Entrepreneurial marketing decision-making in rapidly internationalising and de-internationalising start-up firms

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journal contribution
posted on 23.11.2018 by Jim Crick, David Crick, Shiv Chaudhry
This study utilises an effectuation lens to contribute to knowledge involving the entrepreneurial marketing practices of rapidly internationalising firms, following a temporary discontinuation of overseas sales. This is important since earlier studies typically focus on continuing overseas activities, not de-internationalisation. Semi-structured interviews took place with owner-managers of sixteen small, UK based, knowledge-intensive start-ups, before planned re-internationalisation occurred. All management teams were proactive, took risks, exploited innovation and engaged in opportunity-driven plus resource leveraging behaviour. Conversely, creating adequate ‘customer value’ did not occur. The investigation highlights that in particular contexts, certain facets of an effectuation approach outweigh others and the notion of ‘affordable losses’ is viewed in both financial and non-financial terms. The study offers unique insights into the need for decisionmakers in rapidly internationalising firms to undertake validation of strategies to discover new customers; also, the potential usefulness to lose particular customers, even temporarily, to facilitate enduring entrepreneurial marketing activities.

History

School

  • Business and Economics

Department

  • Business

Published in

Journal of Business Research

Volume

113

Issue

May 2020

Pages

158 - 167

Citation

CRICK, J.M., CRICK, D. and CHAUDHRY, S., 2018. Entrepreneurial marketing decision-making in rapidly internationalising and de-internationalising start-up firms. Journal of Business Research, 113, pp.158-167

Publisher

© Elsevier

Version

AM (Accepted Manuscript)

Publisher statement

This paper was accepted for publication in the journal Journal of Business Research and the definitive published version is available at https://doi.org/10.1016/j.jbusres.2018.11.033.

Acceptance date

21/11/2018

Publication date

2018-12-04

ISSN

0148-2963

Language

en

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